Black Friday update: Walmart to match prices

Wal-Mart Stores Inc. plans to match competitor prices beginning on Thanksgiving Day and running through the weekend.

Customers can bring in competitors ads and the company says it will match the price of any identical product at the register. The offer does not apply to online purchases.

Wal-Mart is also offering 150 online-only specials on Thanksgiving Day and Black Friday specials on electronics, clothing and home items in stores the rest of the weekend.

Shopper turnout for Black Friday sales will be a strong indicator of whether consumers will spend more this season in the face of economic uncertainty and high unemployment.

ShopperTrak, a research firm that tracks sales and traffic at more than 70,000 outlets, earlier this month raised its holiday growth forecast to 3.2 percent from 2.9 percent. That compares with a 0.4 percent decline in 2009, according to ShopperTrak’s calculations.